1. The museum: What is the role of a national museum, as institution, a) for the country and b) for the world?

2. The audience: Who do we serve and how? Is it soft power to enhance national values?

3. The collection: What are the criteria? For example, why Amy Winehouse, and who's next?

Wim Pijbes and Nicholas Cullinan will discuss the lessons learned, what they have found to be surprising, what they wouldn't do again and why. They will show the audience how much effort, thought and consideration they take in presenting art in its most appealing way to the audience, why they do that, and what the results of their efforts are.